SEO Strategy at 51 Links Digital Marketing

In this interview, Richard Scott from 51 Links Digital Marketing explains the core SEO strategies behind their approach. Topics include reciprocal links, building topical authority, brand recognition, and the role of content and partnerships.

Benefits and risks of reciprocal links

“Reciprocal links happen naturally all the time between topically related sites,” says Richard Scott. Reciprocal links are links where two websites link to each other. In practice, this can happen because two resources genuinely belong together, or because two parties intentionally agree to exchange links.

“You trade links of similar value, so no money would have to change hands.”

Richard also notes the risk. “It does go against Google guidelines when done intentionally and could get you into trouble if overdone.”

To keep this discussion grounded, it helps to separate editorial reciprocity from exchange patterns. Editorial reciprocity is when two sites independently choose to cite each other because it helps readers. Exchange patterns are when links exist mainly to influence rankings, which can create an obvious footprint over time.

For reference, Google’s spam policies explicitly cover link practices intended to manipulate rankings, including link schemes and policy-violating link patterns. Google Search spam policies.

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How to build topical authority

“Key to topical authority is that each article on the topic is strong and, ideally, is ranking for relevant keywords,” says Richard.

At 51 Links, building topical authority begins with one clear “parent” topic and a set of supporting subtopics. “After you identify the topic, start with some obvious core aspects to the topic.” For example, if you are targeting business analytics, an article like How to Become a Business Analyst can serve as a foundation that links out to specific supporting pages.

Topical authority is not built with one or two isolated pages. Richard’s approach is to review what already ranks, identify content gaps, and then publish a connected set of pages that reinforce each other via internal links. Done well, this forms a content cluster that helps search engines understand breadth and depth across one subject.

Surgical improvement to make this section more useful is to include one example cluster structure (parent page + 6–10 supporting pages) and a short internal linking rule (for example, each supporting page links back to the parent and to 1–2 closely related siblings). This keeps the advice actionable without turning the interview into a textbook.

Does having a recognizable brand matter for SEO?

“Yes,” says Richard. “Google algorithm changes are favoring sites that people are actively searching for, such as when they search for ‘Furniture Mart chairs’.” In practical terms, branded searches can indicate that people specifically want your business, not just a generic answer.

Richard’s view is that as brand searches increase, rankings often become easier to hold because the site is perceived as more trusted. A recognizable brand can also improve click-through behavior in search results because users are more likely to click a name they recognize.

To strengthen this section, the missing content is one concrete example of what “brand” means in SEO terms (for example, consistent name usage, clear About page, stable business identifiers, and repeat mentions across the web), rather than treating “brand” as a vague concept.

How can social profiles support SEO?

“Setting up social media profiles on platforms like Facebook, YouTube, and X (formerly Twitter) is easy and essential for branded searches,” says Richard. Social profiles often appear in results for branded queries and can help users confirm they have found the legitimate business.

Richard also argues that cross-platform visibility supports trust because it shows a real-world footprint beyond a single website. Where social platforms drive visitors to the site, that can diversify traffic sources and reduce reliance on search alone.

Does good content still matter?

“While search engines are still not good at assessing the quality of content, readers are,” says Richard. His position is that content still matters because user behavior is measurable and poor content tends to fail to hold attention.

He also notes that it can be more efficient to write the best possible page first, because clarity and completeness naturally lead to many of the “technical” outcomes you want: better engagement, more natural linking, and fewer pogo-sticks back to the search results.

A surgical improvement here is to replace broad claims with one specific test. For example, define what “good” means in practice for a commercial page (clear intent match, fast answer up top, proof elements, and a strong next step), and for an informational page (definitions, examples, pitfalls, and a short checklist).

Partnerships with high-authority sites

“We work on securing backlinks from top industry websites, which boosts credibility and rankings,” says Richard. High-authority links can signal trust, but the value depends on relevance, editorial standards, and whether the link exists because it helps users rather than because it was placed solely for SEO impact.

To make this section more credible without adding bloat, the missing content is one concrete description of what a “partnership” means in practice (for example, co-authored resources, expert contributions, or being cited as a source), and one line on what they avoid (low-quality directories, irrelevant placements, or patterns that look manufactured).

At 51 Links Digital Marketing, Richard Scott and his team combine topical authority, branding, and content-led link building to help businesses grow long-term visibility.